Diseño de marca territorio para el Gobierno Autónomo Descentralizado de Llacao

Abstract

The main objective of this curricular integration work is the development of a territorial brand for the Decentralized Autonomous Government of Llacao, a rural parish located in the canton of Cuenca - Ecuador. This document records the process followed throughout the six stages of the methodology planned for the project, which were carefully ordered based on the following works: Design Thinking by Gavin Ambrose and Paul Harris, Innovating for people by Luma Institute, Intuition, Action, Creation, Graphic Design Thinking by Ellen Lupton, The Corporate Image: Theory and Practice of Institutional Identification by Norberto Chaves. The first stage involved a preliminary immersion contextualizing the area through a demographic study and photographic documentation of the parish. Moving to the next stage, a deeper immersion involved arranging and conducting interviews and surveys with selected community members. Continuing the process, the third stage entailed synthesizing information from interviews and selected references, along with survey tabulation, leading to the fourth phase of ideation and prototyping. Here, brainstorming sessions, sketches, and simulations were executed. Progressing, the fifth stage was pivotal to gather necessary feedback before reaching the final product: implementation, which contains the defined territorial brand.